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Assessing advertisement quality on C2C social commerce platforms: an information quality approach using text mining
Online Information Review ( IF 3.1 ) Pub Date : 2020-10-27 , DOI: 10.1108/oir-07-2020-0320
Deepak Trehan , Rajat Sharma

Purpose

The purpose of this paper is to test relevance of the information quality (IQ) framework in understanding quality of advertisements (ads) posted by ordinary consumers.

Design/methodology/approach

The main objective of this study is to assess quality ads posted on customer-to-customer (C2C) social commerce platforms from an IQ framework. The authors deployed innovative text mining techniques to generate features from the IQ framework and then used a machine learning (ML) algorithm to classify ads into three categories ‐ high quality, medium quality and low quality.

Findings

The results show that not all dimensions of IQ framework are important to assess quality of ads posted on the platforms. Potential buyers on these platforms look for appropriate amount of information, which is objective, concise and complete, to make a potential purchase decision.

Research limitations/implications

As the research focuses on specific product categories, it lacks generalisability. Therefore, it needs to be tested for other product categories.

Practical implications

The paper includes recommendation for C2C marketplaces on how to increase quality of ads posted by consumers on the platform.

Originality/value

This study has focused on the user-generated content posted by ordinary consumers on the C2C commerce platform to sell used goods. Though C2C model has been developed on ads posted on C2C platforms, it can be established for brands as it provides them with an insight into latent dimensions that a consumer shall look for in an ad on social commerce platforms.



中文翻译:

在C2C社交商务平台上评估广告质量:使用文本挖掘的信息质量方法

目的

本文的目的是测试信息质量(IQ)框架在理解普通消费者发布的广告(ads)质量方面的相关性。

设计/方法/方法

这项研究的主要目的是从IQ框架评估在客户对客户(C2C)社交商务平台上发布的高质量广告。作者采用创新的文本挖掘技术从IQ框架生成功能,然后使用机器学习(ML)算法将广告分为三类-高质量,中等质量和低质量。

发现

结果表明,并不是IQ框架的所有维度对于评估平台上发布的广告的质量都很重要。这些平台上的潜在购买者会寻找适当数量的信息,这些信息是客观,简洁和完整的,以便做出潜在的购买决策。

研究局限/意义

由于研究专注于特定产品类别,因此缺乏通用性。因此,需要针对其他产品类别进行测试。

实际影响

本文包括针对C2C市场的建议,内容涉及如何提高消费者在平台上发布的广告的质量。

创意/价值

这项研究的重点是普通消费者在C2C商务平台上发布的用户生成的内容,用于出售二手商品。尽管C2C模型是在C2C平台上发布的广告上开发的,但可以为品牌建立模型,因为它可以使他们深入了解消费者应在社交商务平台上的广告中寻找的潜在维度。

更新日期:2020-10-27
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